According to the food industry on the 10th, Baekmidang, the dessert brand of NamyangDairyProducts(003920), began supplying ice cream on KoreanAirLines’ medium- and long-haul routes departing from Incheon, Gimhae, and Jeju airports starting on the 1st of this month. It has replaced Haagen-Dazs, which previously supplied the product.
Through this in-flight supply, Baekmidang is now able to showcase its products not only to domestic store visitors but also to international flight passengers. This effectively provides an opportunity to promote the brand to foreign passengers without having to open separate overseas stores.
Baekmidang entered the Hong Kong market in 2017 and expanded its business into mainland China in 2019 by signing a master franchise agreement with the New World Group. However, it withdrew from all overseas locations during the COVID-19 pandemic. Currently, it operates about 60 company-owned stores in South Korea and is expanding its presence, primarily in shopping malls and other retail complexes.
A Baekmidang official stated, “To strengthen the brand’s competitiveness, we have carried out renovations at all stores and introduced premium coffee beans, and we plan to expand our stores nationwide,” adding, “We currently have no plans to expand our overseas business.”
Benson, a brand nurtured by HANWHA GALLERIA, is accelerating its expansion by adding franchise locations to its core business of company-owned stores. Its operating company, Verus Scoop Creamery, recently completed the franchise registration process with the Fair Trade Commission and plans to recruit franchisees in major commercial districts in Seoul and the greater Seoul area in the first half of next year.
Since opening its first store in Seoul’s Apgujeong Rodeo district last May, Benson has expanded its store count to 27 as of last month. Nineteen of these stores were opened this year alone. The company aims to operate a total of 100 stores—50 company-owned and 50 franchise locations—by next year. After establishing a store network in the Seoul metropolitan area, it plans to expand into regional areas starting in 2028.
With its integration into OurHome, Benson will also strengthen the supply system necessary for nationwide expansion. The company plans to leverage OurHome’s food manufacturing and procurement capabilities, as well as its frozen food logistics network, to ensure a stable supply of products to franchisees and enhance competitiveness in raw material procurement.
The company also plans to expand sales channels beyond its stores. It is exploring ways to utilize concession sites operated by OurHome—such as those at airports, shopping malls, and highway rest stops—as well as institutional catering and food distribution channels. It is also pursuing a partnership with Gomed Galleria to provide food and beverage services in premium apartment communities.
Van Luen, an American brand introduced to Korea by Twosome Place, is focusing on building a customer base in key commercial districts in the Gangnam area. It currently operates three stores: Gangnam Station, Shinsegae Co.,Ltd., and Sinnonhyeon Station. The brand is raising awareness in high-traffic areas near train stations and in specialty dessert sections of department stores, while also targeting off-premises demand through delivery services.
A Van Luen representative stated, “As we are currently in the early stages of entering the domestic market, we will focus on expanding the brand experience and securing a loyal customer base rather than short-term growth in scale,” adding, “In the medium to long term, we plan to strengthen our differentiated brand influence and competitiveness within the domestic premium dessert market.”
Baskin-Robbins leads the domestic ice cream specialty store market with approximately 1,700 stores nationwide. Competition is expected to intensify as latecomer brands challenge this large-scale network by supplying products to airlines, leveraging external distribution channels, and opening stores in key commercial districts.
An industry insider commented, “The entry of various brands into the market is positive in that it can heighten consumer interest,” adding, “However, to ensure sustained growth, the challenge lies in establishing a sales structure capable of covering raw material costs, frozen logistics expenses, and store operating costs while maintaining quality commensurate with premium pricing.”
